UK entering the "Prosecco decade"

Prosecco is becoming a favourite tipple among UK wine drinkers, according to the latest consumer research from Wine Intelligence.

The new UK Wine Landscape Report 2010, shows that 15% of the nation's 28 million regular wine drinkers now drink Prosecco, up from 8% in 2007.

Consumers say they like the drink, because it is pleasant-tasting, low cost, but has a sophisticated image.

Prosecco's success comes at a time of increasing financial uncertainty, and while Champagne remains the nation's favourite sparkling wine, the competition from lower cost sparkling wine products is growing.

Price is becoming a more influential factor with 33% of UK regular wine drinkers stating that they "don't mind what they buy so long as the price is right", compared to only 23% a year ago.

Over 7 in 10 consumers say that a promotional offer is important or very important in determining what they purchase.

Richard Halstead, chief operating officer of Wine Intelligence, said: "If the previous ten years can be characterised as the Champagne decade, I think it's safe to say we're entering the Prosecco decade. UK consumers will still spend good money on still and sparkling wines, but they will need to be sure they are getting exceptional value for that spending."